Write a summary on the Market performance with the given info below. The company is Cheetah Cycles. Market Performance is a measure of how well the managers are able to create demand in their primary and secondary segments. The firm's market share in two target segments is used to measure this demand creation ability. The market share score is adjusted downwards if there were any stock-outs. This penalty for stock- outs is to underscore two points. First, unnecessary resources have been spent to generate more demand than can be satisfied. Second, ill will has been created by having potential customers become frustrated when they do not find the products that they have been persuaded to buy. The score ranges from 0 to 1.0 and will depend upon the number of competitors. If there are 3 firms, a good score would be greater than 0.5. If there are 8 teams, a good score would be greater than 0.35. Cumulative Market Performance Cumulative Market Performance = (Market Performance Q3 + Market Performance Q4 + Market Performance Q5+ Market Performance Q6 ) / 4 = (0.16 +0.12 +0.13 +0.10)/4 = 0.13 Market Performance Q3: 0.16 Market Performance Q4: 0.12 Market Performance Q5: 0.13 Market Performance Q6: 0.10 Cumulative Marketing Effectiveness Cumulative Marketing Effectiveness = (Marketing Effectiveness Q3 + Marketing Effectiveness Q4 + Marketing Effectiveness Q5 + Marketing Effectiveness Q6)/4 = (0.73 +0.74 +0.74 +0.89) / 4 = 0.77 Marketing Effectiveness Q3: 0.73 Marketing Effectiveness Q4: 0.74 Marketing Effectiveness Q5: 0.74 Marketing Effectiveness Q6: 0.89 Demand after III Will Brand Cheetah XX Cheetah Y2 Cheetah XXX Cheetah Z1 Total Generated Demand III Will Penalty in Units Net Demand 778 0 778 3,075 0 3,075 1,294 0 1,294 1,311 0 1,311 6,458 0 6,458 Net Demand = Generated Demand - III Will Penalty in Units where III Will Penalty in Units = Generated Demand * (Percent of Lost Sales from Quarter 5 / 100 / 2) = Generated Demand * (0.00 / 100 / 2) = Generated Demand * 0.000 Market Share 29% 11% 20% Recreation Market Demand Mountain Speed Total 19% 21% - $+++++* #dan Company + Road Runner Road Runner Olympus Bicycle ... Sustainable Cycl... Ride E-Z Cheetah Cycles 0 2,000 4,000 6,000 8,000 Market Demand Olympus Bicycle Co. Sustainable Cycle Company Ride E-Z Cheetah Cycles Total Recreation 30% Mountain 11% 37% Speed 18% 3,270 111 130 2,110 1,409 7,030 47% 20% M 15% 37% 20% 17% 20% 24% Road Runner Olympus Bicycle ... Sustainable Cycl... Ride E-Z Cheetah Cycles Road Runner Olympus Bicycle ... Sustainable Cycl... Ride E-Z Cheetah Cycles Road Runner Olympus Bicycle ... Sustainable Cycl... Ride E-Z ta Cheetah Cycles Recreation Mountain Speed Total Demand+ 2,642 0 5,912 5,664 3,160 8,935 1,676 1,566 3,372 2,265 1,723 6,098 2,977 2,072 6,458 15,224 8,521 30,775 Market Share Company Road Runner Olympus Bicycle Co. Sustainable Cycle Company Ride E-Z Cheetah Cycles Speed Recreation Mountain + 46.51% 17.35% 1.58% 37.20% 37.08% 1.85% 11.01% 18.38% 30.01% 14.88% 20.22% 20.04% 19.55% 24.32% 0.00% Total Market Share + 19.21% 29.03% 10.96% 19.81% 20.98% Marketing Effectiveness is a measure of how well the managers have been able to satisfy the needs of the customers as measured by the quality of their brands and ads. Customer perceptions of the firm's brands and ads in its primary and secondary segments are used to measure customer satisfaction. The two scores are then averaged to obtain the indicator for marketing effectiveness. The score ranges from 0 to 1.0. A good score would be greater than 0.8.